Brands Out of Control

Medinge Group Annual Russian Panel

Dmitry Petrov & Sergei E.MitrofánovLisbon; September 1st, 2011

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About «Russian Panel»

• 45-50 minutes for discussion

• We plan to write an article for Medinge Journal based on discussion

• ...it’s not about Russia it’s about branding

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Brands Out of ControlMedinge Group Annual Russian Panel; Lisbon; September 1st, 2011

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DIGITAL LOYALTY

• Today a distance between Love and Hate is just one touch!

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Alert on glass in Baby Food...

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INTERNET RULES

•Without your support your post/tweet/news will live only 20 minutes

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REMEMBER!

•The Internet will never forget

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Some people think they know how to build brands. And even more – they think they are skilled to control them.

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OUT OF CONTROL

• Companies (marketers or advertisers) do not own information they post or into the Net

• NO authorities/experts - «ask Google»

• «Unlimited» word-of-mouth

• Response VS Silence

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Are there any evidences that personal attitudes towards particular brands, shared in social networks seriously influence identity and reputations of these brands?

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What is a core difference in a way traditional and «new» media impact on brands identity?

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How should brands respond on challenges rosed by «Zuckerberg Era»?

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If we don’t use social media, it will exploit us...

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